One day Michael Mace said to me, “If it takes 100% effort to get 10% returns, it might be time to think of a different plan.”

He said this to me three years ago. It has been running through my brain ever since, but never as much as it has this last week.

Apple’s search term changes — and then reversion back — has cost me dearly. Luckily we aren’t as reliant on income from the App Store as we were a year ago, but all the same. Losing 25% of my App Store sales is really hurting. For the first time in ages I had some financial cover. That cover has pretty much evaporated now. And with it, my ability to focus on the next thing. Now I need to accelerate alternative revenue sources… away from the App Store.